How we helped Epson sprint ahead in a declining market

Client: Epson

Epson wasn’t just up against a tough market, they were facing a perfect storm. Across Europe, consumer confidence was tumbling, hybrid working was reshaping demand, and interest in the print category was on the slide. Add a cost-of-living crisis into the mix, and the brief was clear: deliver stronger ROAS across core European markets and break new ground in Italy.

Rather than treat printer buying as a passive, always-on decision, we flipped the script, focusing on the real-life moments when people need a printer. Our insight-led strategy focused on high-value segments like parents of school-aged children, aligning campaign bursts to key seasonal triggers.

We built a full-funnel approach that integrated media, creative, and local nuances, powered by real-time optimisation and energised by global brand ambassador Usain Bolt. The result? Messaging that moved at the speed of life, and a campaign that sprinted ahead of market trends. Against a backdrop of category decline, Epson defied the odds, delivering YoY growth and exceeding performance targets in every market.